Social media, for anyone doing anything online, is a must, even if you personally believe it to be the devil. There are a number of considerations to be made for which ones you use and how, so let’s explore that first.
Socialising and B2C Marketing
If you’re aim is simply to socialise with your audience, or to sell to them, you’ll be needing to use Facebook and Twitter. Instagram, Snapchat and YouTube are optional additions, with their own benefits. If you’re business or brand is centered around video or images, you’ll obviously need somewhere to put those particular elements. If you’re working at an event, travel a lot, or have a very you-focused brand, Snapchat and Instagram are likely to be key to your social media arsenal.
Twitter should be updated regularly, and tweets responded to. Facebook should ideally have one or two posts every day (for a Page), with a focus on images and videos (even for external links). Those types of posts are rewarded by Facebook as being rich media content. Advertising on both platforms is possible, but often not worth as much as engagement.
Professional Networking and B2B Marketing
My personal advice here is to develop a strong LinkedIn profile for most of your business posting, and a good page for your business for potential employees and clients to see how well you present yourself.
Additionally, an active Twitter account can help humanise your business, and allows your audience easier access to your customer service department. Having a Facebook page is also useful for that purpose, but paid advertising for B2B marketing on the platform is often a waste of money – it’s not possible to target specific employees in a company you’d like to work with, and therefore impossible to tell if your advertising will reach anyone relevant.
How you use different social media is up to you and/or your marketing department, but it should be noted that each major platform offers its own benefits and has its own pros and cons associated with it. Each one also reaches an audience in a different way. Behaviour from a user of every platform still varies according to the network they’re reaching out to.
No matter how often you plan on updating it, you should have a website for your business, or a well designed blog at the very least. Keep it clean and to the point, and use WordPress, Squarespace or Wix for easy solutions to web design if you don’t come from a coding background and can’t afford to hire a developer for you.
Your website should have links to your social media, and enough relevant information to keep users on board with you for as long as you need them to make a query or a purchase. An easy to access contact system is always a massive benefit to you and your customers.